Did the boys at McKinsey advise this? Snapping their fedora brims and tugging at their starched collars, they could have pointed you in the direction of online matchmaking. "That's where the money's at," they might have said.

And with good conscience and these plans in place, you shuttered Gourmet. A much-loved magazine that lost a few ad pages last year, but had delivered for decades.

Your new site's mission statement reads that its purpose is to "unite glamorous girls with fashion-conscious GQ-reading boys to create matches made in style heaven." When did you turn into Daily Candy?

It's a brave new world, S.I., we all know that. And publishing has surely changed, but the changed media world was not calling out for another pay dating site.